Fonts

Darden type is meaningful and compact. When used as a graphic, every letter serves a purpose, occasionally prioritizing or orienting the text to emphasize messaging. For print publications, the Darden fonts are Franklin Gothic and Adobe Caslon. When combined, the contrast is appealing and sophisticated.

Primary Fonts

Darden primary fonts are used by graphic and web designers in creating digital and print collateral for the School.

Franklin Gothic

ITC Franklin Gothic is a popular sans-serif font suitable for a variety of uses. It is available in regular, compressed and condensed weights. Franklin Gothic is the primary typeface for both headlines and body copy in marketing materials. Franklin Gothic is a simple and versatile sans-serif font with a modern feel. Generally speaking, serif fonts contain decorative strokes, while sans-serif fonts appear simpler and unadorned. ITC Franklin Gothic is a popular sans-serif font suitable for a variety of uses.

For Darden, ITC Franklin Gothic Heavy is typically used in headlines, set between a 100- to 200-point tracking value.

Adobe Caslon

Adobe Caslon Pro is a serif font, often cited as the first original typeface of English origin. It was used in many historical documents, including the Declaration of Independence, authored by UVA’s founder, Thomas Jefferson. Caslon is a versatile font with short ascenders and descenders. Adobe Caslon is typically used in body copy, set to a 20-point tracking value.

Adobe Caslon Pro Regular is primarily used for body and supporting copy.